Old Spice Is Killing It on YouTube Again, but Sales Are Down

Cooling the deals has led Old Spice body wash to a 24% sales decline in the four weeks ended July 10 and a 9% decline for the 12-weeks period vs. a year ago, according to SymphonyIRI data. Yet it’s still ahead of Axe for each of those periods and, by a smaller margin, for the 52 weeks. And any way you cut it, Old Spice is the leading men’s brand now — though that data doesn’t cover Walmart, club and dollar stores. And Beiersdorf’s Nivea and Henkel’s Right Guard are gaining more ground than either of late.